Evaluating The Impact of Omnichannel Retail Strategies On Consumer Shopping Behavior in Cabanatuan City: Basis for Customer-Centric Marketing Plan

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@article{1708293,
      author = {Cucio, Michelle Jean A. , Agustin, Noel B, Cunanan, Joana Christina P.},
      title = {Evaluating The Impact of Omnichannel Retail Strategies On Consumer Shopping Behavior in Cabanatuan City: Basis for Customer-Centric Marketing Plan},
      journal = {Iconic Research And Engineering Journals},
      year = {2025},
      volume = {8},
      number = {11},
      pages = {233-263},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1708293.pdf},
      abstract = {This quantitative research explores the impact of omnichannel retail strategies on consumer shopping behavior in a retail corporation located in Cabanatuan City. A total of 384 respondents participated in the study through structured survey questionnaires designed to assess their demographic profiles, shopping preferences, and behaviors across different retail platforms. The analysis revealed that seamless channel integration, consistent customer service, and synchronized marketing efforts play a significant role in shaping consumer behavior. Respondents highlighted the importance of channel convenience, with many preferring to browse online but complete purchases in-store, or vice versa. Real-time inventory visibility, responsive customer service, and uniform pricing across channels were among the top factors influencing consumer trust and satisfaction. The study also found that consumers value personalization and flexibility in their shopping experiences. The ability to switch between channels without disruption was associated with higher customer satisfaction and repeat purchases. While online platforms offer greater convenience and access to information, physical stores continue to play a vital role, especially in product evaluation and instant gratification. Demographic variables such as age and income were also found to influence channel preference and purchasing behavior, with younger consumers showing greater reliance on digital channels. Based on these findings, it is recommended that retail corporations implement a cohesive omnichannel strategy that integrates technology, logistics, and customer service to create a unified shopping experience. Businesses should focus on enhancing digital engagement, offering personalized promotions, ensuring consistent service across all touchpoints, and leveraging consumer data to tailor offerings. For retail organizations in Cabanatuan City, adopting a customer-centric omnichannel approach can lead to improved consumer loyalty, increased sales performance, and a sustainable competitive advantage in a rapidly evolving retail environment.},
      keywords = {Omnichannel Retail Strategies, Consumer Behavior, Marketing Plan, Swot Analysis, Marketing Mix},
      month = {May},
  }